Lestari, Triya Margi (2017) Perencanaan Strategi Promosi dengan Analisis Strength, Weakness, Opportunity, Threat (SWOT) dan Fuzzy Analytic Hierarchy Process (FAHP) (Studi Kasus di Restoran Panties Pizza, Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Restoran Panties Pizza, Malang merupakan restoran yang menjual makanan Italia dengan pangsa pasar yang cukup luas namun tidak segmented. Promosi yang dilakukan juga cenderung monoton, sehingga tidak dapat menarik perhatian pasar Kota Malang yang mudah bosan. Restoran Panties Pizza, Malang pun belum pernah melakukan evaluasi terhadap promosi yang sudah pernah dilakukan. Tujuan penelitian yaitu untuk memberikan penilaian strategi promosi yang sudah dilakukan dan merancang strategi baru yang selanjutnya dapat menjadi alternatif. Metode dalam penelitian untuk mengevaluasi strategi yang sudah dilakukan yaitu dengan skoring. Analisis SWOT digunakan untuk merencanaan strategi baru dan ditentukan prioritas utama dari alternatif strategi baru dengan FAHP. Hasil dari evaluasi strategi Restoran Panties Pizza, Malang didapatkan bahwa jenis promosi yang dianggap masih efektif digunakan adalah sosial media (4,33), promo penjualan (free delivery service, diskon, free item) (2,97) dan brosur (2,73). Hasil perumusan strategi baru dan setelah diurutkan sesuai prioritas yaitu promo penjualan (free delivery service, diskon, free item) (0,2723), sosial media (0,1612), diskon sejumlah umur dihari ulang tahun (0,1446), menjalin partnership dengan instansi (0,1148), menyediakan membership (0,1136), cooking class (0,0676), pemesanan online (0,0432), endorsement produk oleh public figure (0,0423), paket mahasiswa dan paket keluarga (0,0402), mengadakan kompetisi resep kreasi piza (0,000) dan brosur (0,000).
English Abstract
Panties Pizza Restaurant, Malang is a restaurant that sells Italian food with a wide enough market share but not segmented. Promotion is done too monotonous, so as not to attract the attention of markets which tend to get bored. Panties Pizza Restaurant, Malang has not yet been an evaluation of a promotion which has been done before. So the purpose of planning promotional strategy are to provide an assessment of the promotion strategy that has been done and planning new strategy which in turn can be the best alternative to improve the previous promotion. The method used to evaluate the strategy that has been done is scoring method. SWOT analysis is then used to plan for an new strategy and using FAHP to determine the main priorities of the new strategy alternatives. Results of the evaluation strategy, found the promotions that still effective to use are social media(4.33), sales promotion (free delivery service, discounts, free items) (2.97) and brochures (2.73). Results of the new strategy formulation and after sorted according to priority are sales promotion (free delivery service, discounts, free items) (0.2723), social media (0.1612), discounts on a number of age birthday on the day (0.1446), establish partnership with the institute (0.1148), providing membership (0.1136), cooking classes (0.0676), online reservations (0.0432), endorsement product by a public figure (0.0423), student packages and family packages (0,0402), holding creations pizza recipe competitions (0,000) and brochures (0,000).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2017/582/051710039 |
| Uncontrolled Keywords: | Strategi Promosi, Skoring, SWOT, FAHP |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 25 Oct 2017 06:43 |
| Last Modified: | 26 Nov 2020 13:36 |
| URI: | http://repository.ub.ac.id/id/eprint/4388 |
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